Marketing plan for shoe care business in Turku
Pham, Phuc (2020)
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120927197
https://urn.fi/URN:NBN:fi:amk-2020120927197
Tiivistelmä
The purpose of this thesis was to act as support for the marketing project. The back ground of thesis originates from the start up idea of the author. Realizing the potential of the shoe care business and the appealing of the Turku market, the author decided to start a start-up company that specialize in shoe care. As a result, a marketing plan had to be set up to guide the company to its success.
This thesis provided recommendations for the marketing plan based on internal company evaluation and external context analysis along with market surveying. Therefore, this thesis sketched out the big picture of the general market as well as Finland and Turku market. This thesis, in the process, pin pointed all the elements that could accelerate or harm the business as well as the marketing plan. However, only factors that affect the consumer behavior creating the social big trend were focused on. Furthermore, this thesis dived deep into the Turku market analysis, exposing rival and threat of entrance of the shoe care business.
The theoretical framework was formed based on external and internal analysis tool such as PESTEL and Porter’s five force, SWOT and the marketing formula- marketing mix 7p’s. These were the theory needed for the marketing process to work. The marketing process was: Understanding the market-understanding the companyCreating business objectives and strategy-building profitable relationship with customer. At the same time both qualitative and quantitative research method were applied to gather consumer information, Turku market insights. Qualitative method initiated in-depth interview with a successful shoe care start up CEO Mr LE Nhat in Viet Nam while quantitative method using the survey outcome, statistics from different sources such as Statista, credible online newspaper websites such as BBC, Yle, Helsinki Times, Bloomberg.
Operating in this new and challenging market, it is recommended for SClean to steadily build the business through improving customer awareness, prober pricing and setting up a secure and efficient service process. Furthermore, to survive such harsh market situation, SClean has also need to maintain a steady profit or manage its fixed cost accordingly.
This thesis provided recommendations for the marketing plan based on internal company evaluation and external context analysis along with market surveying. Therefore, this thesis sketched out the big picture of the general market as well as Finland and Turku market. This thesis, in the process, pin pointed all the elements that could accelerate or harm the business as well as the marketing plan. However, only factors that affect the consumer behavior creating the social big trend were focused on. Furthermore, this thesis dived deep into the Turku market analysis, exposing rival and threat of entrance of the shoe care business.
The theoretical framework was formed based on external and internal analysis tool such as PESTEL and Porter’s five force, SWOT and the marketing formula- marketing mix 7p’s. These were the theory needed for the marketing process to work. The marketing process was: Understanding the market-understanding the companyCreating business objectives and strategy-building profitable relationship with customer. At the same time both qualitative and quantitative research method were applied to gather consumer information, Turku market insights. Qualitative method initiated in-depth interview with a successful shoe care start up CEO Mr LE Nhat in Viet Nam while quantitative method using the survey outcome, statistics from different sources such as Statista, credible online newspaper websites such as BBC, Yle, Helsinki Times, Bloomberg.
Operating in this new and challenging market, it is recommended for SClean to steadily build the business through improving customer awareness, prober pricing and setting up a secure and efficient service process. Furthermore, to survive such harsh market situation, SClean has also need to maintain a steady profit or manage its fixed cost accordingly.